PS4 launch campaign is 'most ambitious' in Sony history

The marketing director for Sony Computer Entertainment UK (SCE UK) has said that its launch campaign for the PlayStation 4 is the most ambitious in the company’s history.

Sony’s next-generation console will be supported by a multi-million pound in-store PlayStation rebrand, and the company is even teaming up with U.K. rapper Tinie Tempah to pull in the casual punters.

In addition, PS4 will also be supported by the usual barrage of TV, cinema, outdoor, print and digital advertising, which will be the largest push in Sony history.

“This will be our largest, most ambitious launch campaign in PlayStation’s history,” said Pannell. “We can’t wait to get PS4’s in people’s hands so they can experience the excitement for themselves.”

Sony treated its long-time fans to a trailer encapsulating 18 years of PlayStation history, titled ‘For The Players Since 1995.’ The video has been viewed over 10 million times on YouTube since its launch a few weeks back.

PS4 is scheduled to ship in the U.K. and Europe on November 29 and will arrive in North America on November 15.